Compass Agent Rebrand

Lotzof Malk Reimagined

Lotzof Malk is a powerhouse team of realtors serving Chicago’s North Shore. When they committed to joining Compass, we had a large task of not only providing a smooth, gradual transition of their brand and collateral, but later collaborating on a total rebrand.

Square One

The original branding had a couple pain points; it lacked in authenticity and in the ability to be responsive or versatile. One long lockup that felt heavy in nature and cold in hue just didn’t provide the team with pride.

For the sake of time — which is crucial in real estate — the team quickly landed on a brand that was ‘good enough’ and ‘safe’.

The Transition Phase

For their first 30 days at Compass, our top priority was to provide a smooth transition. We maintained their original brand for announcement assets like ads, social and minor website updates. Our only goals were to strip the color and provide additional logo variations to solve for their first barrier — versatility.

The Rebrand

Evolution to Revolution

After establishing their presence at Compass, we then transitioned into the discovery phase to help identify their brand vision and our strategy on how to achieve it across every touch-point.

Together with Senior Designer Jess DePaul, we ideated and executed on three visual directions that captured the team’s true personality.

Design Considerations

No.01

Develop a memorable, own-able brand; not just another predictable realtor monogram

No.02

Explore a lighter, feminine approach that better matches their tone and personality

No.03

Provide several lockup variations for versatility and responsiveness across marketing materials

Design Outcomes

The chosen direction included a mark that captured what the team was envisioning; not another monogram that fits the realtor mold, but rather a sophisticated and minimal mark that captures the essence of a beautiful home.

To solve for brand flexibility across all touch-points, we provided several logo variations and tertiary tagline lockups.

And, in order to further differentiate from other agents and emulate the warmth and vibrancy the team delivers in every relationship they foster, we pulled together a brand palette derived from a very curated lifestyle photography shoot.